“The Dark Knight” introduced one of the most engaging and memorable viral marketing campaigns that kept die-hard fans on the edge of their seats for months leading up to its release. With “The Dark Knight Rises” coming out next summer, fans were eagerly waiting to see how the marketing for this next installment would top off that of its predecessor, if at all. Recalling way back to 2007, “The Dark Knight” campaign had begun on Halloween, yet this time for “The Dark Knight Rises”, nothing happened. Sure, a twitter account called @thefirerises was released that led to official photos of Bane and Catwoman over the summer, but after the enormous success of the 2nd film, was a marketing campaign really worth the studio’s investment? Probably not – however, the film has likely been projected to reel in another $1 billion worldwide regardless, so why not spend a measly portion of that for the die-hard fans? And it looks like the studio has cooked something special up indeed! We will do our best to cover the events of this campaign so let’s get this ball rolling…and here…we…go!
THE DARK KNIGHT RISES VIRAL CAMPAIGN
12/7/11 – Wired and Empire Magazine unveil two “leaked” CIA documents both concerning a missing Russian nuclear scientist named Dr. Leonid Pavel – documents attached below. The first document is a profile of the scientist and the second, a transcribed conversation between “MILITIA” and an unknown party. It wasn’t entirely certain at the time whether this was relevant to TDKR, but the photograph of Dr. Pavel, played by actor Alon Aboutboul who is known to be in the film, practically confirms it. As much as fans have tried to draw away any hidden messages in the documents, nothing has come up.
12/8/11 – A third CIA document is tweeted by account @thefirerises, announcing an “Operation Early Bird” that will commence tomorrow (Friday) morning at 10 am PST. Document below. A countdown timer can be seen at http://www.operationearlybird.com. Be sure to check the site tomorrow and stay tuned!
12/9/11 – At 10 am, http://www.operationearlybird.com, is activated to show a world map where GPS coordinates can be entered. Heading over to http://www.thedarkknightrises.com, an audio track of a woman reading off coordinates is heard. The coordinates are entered into the Operation Early Bird site to reveal IMAX theater locations holding free advance screenings of the prologue the following Tuesday.